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<strong style="color: Red">Definition:</strong><br />
Average number of products per product holder
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<strong style="color: Red">Link to strategy:</strong><br />
This indicator reflects how effective the bank is selling to its existing customers, which is a less expensive source of profit than new acquisitions. Growing cross-sell capability is also strategic preparation for a future when the ability to grow by new acquisitions significantly diminishes owing to size and market maturity.
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<strong style="color: Red">Limitations:</strong><br />
Increase product holding does not necessarily means increase in revenue stream as customer can simply shift balance from one account to another without adding to overall revenue or loyalty.
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